Web analytics measure, collect, analyze, and report Internet data that help website managers improve the effectiveness of the site and its marketing efforts by allowing them to better understand how users interact with the site. Applying this data can help drive the right people to the website and keep them there. According to Joshua Dodson, Web analytics strategist at Stamats Inc., many schools know that Web analytics is important and can be beneficial, but do not know why. Many schools have tools such as Google Analytics installed on their website but are just beginning to understand its potential. Web analytics can help identify website deficiencies as well as which pages and sections of the site are most popular and drive the most conversions. In this article, the author explains why web analytics matter to an institution. In a time of shrinking budgets, the author asserts that Web analytics are essential. Lacking information that can make marketing campaigns and websites more effective is something institutions cannot afford.